Insurance affiliate program for auto and home insurance traffic

Two personal lines: auto insurance and home insurance. Both are policies people shop for on their own schedule, often online, and both are bought as leads by the same kinds of buyers. That is why they sit together in one publisher program.

• Auto insurance: drivers who want a quote on a car insurance policy, for example because a policy is up for renewal, they bought a car, or they moved.
• Home insurance: homeowners and home buyers who want a quote on a homeowners policy, for example before a closing or at renewal.

The insurance section of the publisher program covers these two lines only. If you already generate insurance leads on your own forms and want to sell them, that is a different program: see sell insurance leads. To compare insurance with the other publisher verticals, read insurance vs MVA vs home improvement for affiliates.

Each lead will be offered to buyers by ping/post, and each buyer decides whether to bid using its own filters. You do not set those filters. Your targeting and your ad message decide who reaches the lander, so it helps to know which types of fields buyers read. Across the insurance market, buyers generally look at these:

• Contact details that work. A real name, phone number and email address. A lead that cannot be reached cannot be quoted.
• Location. ZIP code and state, because each buyer quotes in specific states.
• Current coverage. Whether the person has a policy now and when it renews.
• Auto details. For auto leads, the vehicles and drivers to be insured.
• Property details. For home leads, the type of home, whether the person owns it or is buying it, and basic facts about the property.
• A consent record. The consent language the person saw and agreed to, stored with the lead.

The practical point: ad copy that reaches people who are actually shopping for a policy sends leads buyers want. Copy that pulls in people looking for something else, such as a claim, a refund or roadside help, sends leads that do not sell. Sellers can see the field-level detail in auto insurance lead quality and home insurance lead quality, and buyers' view of insurance leads is on insurance leads for agents.

The insurance offers will work the same way as the other publisher offers. These are the reasons publishers send traffic to a hosted lander rather than building their own:

• No quote form or consent flow to build. Summit builds and maintains the lander and the consent capture on it.
• A consent record with each lead. The lander records the consent language each person saw and agreed to.
• More than one buyer can bid. Each lead is offered by real-time ping/post rather than sent to a single buyer.
• Creative review before launch. Summit reviews publisher ad creative before launch, which catches claims that cause rejections and returns.
• Both lines under one account. Auto and home insurance traffic will run through the same publisher account as MVA and home improvement.

You keep control of your media, budget and bids. Summit keeps control of the page the lead submits on. If you prefer to run your own quote forms with your own consent capture, compare the two setups in hosted landers vs your own landers, and read insurance landing pages for affiliates for what a quote page contains.

Insurance ads lead to a regulated financial product, so they sit under more rules than most lead offers. Three sets of rules apply at once: the ad platform's policies, state insurance laws on advertising and on who may solicit insurance, and the TCPA rules on consent for calls and texts. Follow our traffic guidelines and the policies of the platform you run on. This section is general information, not legal advice.

Ad claims

Do not name or show an insurance company's brand without permission, imply the ad comes from a government agency, or promise savings, a price or "free insurance". Meta's Advertising Standards and Google's misrepresentation policy both apply to insurance ads. The full list, with official sources for each claim, is in ad claims to avoid in insurance offers.

State insurance rules

States regulate insurance advertising and who may sell, solicit or negotiate insurance. Whether lead generation activity falls under those rules depends on the state and on what the publisher does. The NAIC publishes model laws and a directory of state insurance departments. The insurance lead gen compliance guide for affiliates explains the question and the official sources to check. It does not answer it for you: ask an insurance attorney.

Consent

Insurance buyers call and text the people they quote, so consent rules apply to every lead. The FCC's TCPA rules are published at 47 CFR 64.1200. Read TCPA compliance for insurance leads for how the rules apply to insurance, and insurance lead consent and documentation for what a consent record contains. Do not change or remove consent language on a Summit lander.

Insurance offers will pay rev share on sold leads, with payment terms agreed during onboarding. This is the same model as the MVA and home improvement programs. A lead is sold when a buyer purchases it through ping/post, and your payout follows what the lead sold for, so the same campaign can produce different payouts on different leads.

• Rev share on sold leads. You receive a share of each sale.
• Unsold leads are not paid. No buyer purchase means no payout on that lead.
• Returns are deducted under the return terms agreed during onboarding.
• Payment terms are agreed during onboarding.
• Leads are reported by tracking link. Ask during onboarding how reporting is delivered.

Read how payouts work for the full process, and how ping/post affects affiliate payouts for why the payout on one lead can differ from the next.